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How to Use UTM Parameters to Track Campaigns

 

How to Use UTM Parameters to Track Campaigns

🔍 What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags you add to URLs. They help you track the effectiveness of your marketing campaigns in tools like Google Analytics 4 (GA4).

🛠️ Why Use UTM Parameters?

They answer questions like:

  • Where is my traffic coming from?

  • Which ad or post brought in the most conversions?

  • Which campaign performs best?

📌 UTM Parameter Breakdown

Each UTM tag starts with a ? and uses key-value pairs. The 5 common UTM parameters are:

ParameterPurposeExample Value
utm_sourceWhere the traffic comes fromgoogle, facebook
utm_mediumThe marketing medium usedcpc, email, banner
utm_campaignThe campaign namesummer_sale, launch
utm_term(Optional) Paid keywordsbuy+shoes
utm_content(Optional) Distinguish similar contentad1, textlink2

🧰 How to Create UTM Links

Use free tools like:

✅ Google’s Campaign URL Builder

Just fill in:

  • Website URL

  • Source

  • Medium

  • Campaign

  • Term (optional)

  • Content (optional)

It auto-generates a UTM-tagged link.

📊 How to Track UTM Campaigns in Google Analytics 4

  1. Go to GA4 dashboard.

  2. Click Reports > Acquisition > Traffic acquisition.

  3. Use "Session source/medium" or "Session campaign" to analyze UTM performance.

  4. You can also create custom reports to track UTM metrics in more detail.

✅ Best Practices

  • Use lowercase (e.g., utm_medium=email not Email)

  • Be consistent in naming (e.g., don’t mix fb and facebook)

  • Don’t overuse: Only add UTM tags to external links, not internal links

  • Shorten URLs using tools like Bitly for clean sharing

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